BMW has signed a deal with the Multi Channel Network (MCN) to become the exclusive automobile sponsor of Foxtel movies, the Showcase channel and top HBO programs.
The deal will see BMW sponsor top HBO shows Game of Thrones, True Blood, Boardwalk Empire as well as Showcase’s Breaking Bad and Sons of Anarchy.
BMW will use the sponsorship to be promote the 3 Series, M Sport, X1 and X5 with the luxury car brand’s branding to be seen on TV and pre-rolls on Foxtel’s Go ipad service.
Elizabeth Minogue, MCN’s strategic integration director, said: “The addition of mobile sponsorship means BMW can now communicate beyond the television set and drive the value of their message even further.”
“The new package and multiple touch points connects BMW with a target audience that’s of strong relevance to their brand. There is a clear synergy between the channel and program’s viewership and BMW’s consumer community.”
Vizeum managed the deal as BMW’s strategic media agency.
Adrian Venditti, business manager Vizeum, added: “HBO’s reputation as a progressive and premium provider of content and the popularity of their programming made it the perfect environment to target BMW’s hard-to-reach audience.”